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FEI on Social Media Monitoring for Corporate & Incentive Travel Magazine

19 Dec. 2017 Posted by aadams

Monitoring Social Media During a Crisis

When disaster strikes, it’s easy to get caught up in the minutia of problem solving. Whether it’s a natural disaster, civil unrest, an active shooter or another type of large-scale crisis situation, attention is focused on assessing the scale and scope of the situation, notifying the emergency response teams and ensuring that medical and safety needs are addressed. Executing all the necessary tasks in a high-pressure setting along with keeping every­one updated with current information on your response, without forgetting an important step, can be a challenge.

No matter the crisis, remember that those in need of information extend beyond those directly impacted. With today’s 24-hour news cycle, we’re used to receiving break­ing news on our smartphones, computers, tablets and TVs. A lack of communication from an organization during a cri­sis is quickly recognized and perceived in a negative light. During the first 24 hours of a crisis, response teams are so focused on managing the situation that they sometimes fail to effectively communicate with outside audiences and track public opinion, which can potentially lead to brand/reputation damage and potential safety concerns.

Monitoring social media during a crisis is vital. Platforms such as Twitter, Facebook, Snapchat and Instagram pro­vide a broad audience with news delivered in a far more instantaneous fashion than traditional media can. Effective social media management during a crisis helps communi­cate safety information to relevant audiences and monitor the pulse of public opinion. It also can help communicate information on your organizational response, which will help to prevent the spread of rumors, misinformation and false narratives.

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